The Effects of Store Window Types on Consumer Behavior
- 1. “The Effects of the Store Window Type on Consumers’ Perception and Shopping Attitudes Through the Use of Digital Pictures”Article by:Kemal Yildirim, Aysu Akalin-Başkaya, M. Lütfi HidayetoğluPowerPoint by:Larry NagazinaG.U. Journal of Science20 (2): p. 33 – 40 (2007)
- 2. Plans of Store Windows StudiedExample AExample BFlat WindowsArcade Windows
- 3. Purpose of Store Window DisplaysTo identify the store and its product (ex. promotion, merchandise, and fashion)To induce consumers to have shopping attitudes (intentions for store entry and purchase)
- 4. Two HypothesesHypothesis #1: It is believed that consumers perceive flat windows as more positive than arcade windows. This is because the freedom to browse a store without the pressure from a salesperson to buy is important to the consumer.Hypothesis #2: It is believed that window displays are perceived differently by males and females. Example, male consumers are more positive towards window perception than the female consumers.
- 5. Digital Pictures of Store Windows StudiedExample A (Flat Windows)1 2 3 4 5 6 7Unfavorable orStrongly DisagreeFavorable orStrongly Agree
- 6. Digital Pictures of Store Windows StudiedExample B (Arcade Windows)1 2 3 4 5 6 7Unfavorable orStrongly DisagreeFavorable orStrongly Agree
- 8. Results of FindingsNotes: Variable means ranged from 1 to 7, with higher numbers representing more positive responses.